Delia Online makes paid-for content debut

by Emily Booth,, Revolution UK 22-Oct-02, 14:00

LONDON - Delia Smith’s web site Delia Online is charging for content for the first time with a Christmas Countdown subscription package.

The package, which costs £4.95 and starts on 4 November, is available through online payment system BT click&buy. It is designed to take the worry and hassle out of planning for Christmas by providing advice, re-assurance and inspiration.

Nick Downes, site director of deliaonline.com, said: "Like a lot of online businesses we’re looking to secure revenue from a variety of different sources. Subscriptions is a logical extension."

He added that Delia Online users are prepared to pay for new and exclusive content, and the Christmas Countdown content package will be the first of many.

Users sign up for the service at deliaonline.com and can register in advance via the site.

Tips and reminders include a series of emails with time sensitive advice including when to choose a turkey, when to make a Christmas cake, and a 36-hour countdown as the big day looms. Ten new Delia Smith recipes are available and one will be sent with each email reminder to subscribers.

Christmas Countdown has been promoted via Delia Online’s email newsletter that is sent to 75,000 registered users. Other marketing activity includes joint promotions with Sainsbury’s in-house magazine and Classical.com, as well as a targeted press ad push.

Launched in September, BT click&buy gives consumers secure access to content without having to give out their credit card details across the web.

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